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Councils play a vital role in our communities, delivering over 800 essential services—from social work and environmental health to planning and trading standards. With such a diverse range of career options, there’s opportunities within local government, whatever your skills or interests.
However, despite the wide variety of opportunities many individuals remain unaware of the exciting possibilities that a career in local government can offer . Through our Future Forward campaign, we are passionate about changing this narrative. We aim to reshape traditional perceptions of what it’s like to work in local government by highlighting the diverse range of roles available and equipping prospective candidates with the knowledge and skills they need to thrive both today and in the future. Through tailored advice, resources, and support, we’re committed to preparing a skilled workforce that meets the evolving needs of our communities.
In this article we hear from Selena Ayling, Opus People Solutions' Director of Operations, to find out more about the reasoning behind the campaign and the work we will be carrying out to help future-proof the local government workforce.
Q&A with Selena Ayling, Director of Operations
1. Why has Opus decided to launch the Future Forward Campaign?
Future Forward is Opus' way of helping local authorities attract, develop, and retain a talented workforce that's ready for the future.
We're in a time where the work landscape is rapidly changing. Advancements in technology are happening faster than ever, bringing both opportunities and challenges. With the increasing demand for services, changing ways of working and budget constraints, there are noticeable skills gaps that need to be addressed. Our campaign is all about showcasing the diverse opportunities in local government, highlighting the benefits of a career in this field, and helping candidates gain the skills necessary for the workforce of tomorrow.
Over the past year, we’ve been working closely with our clients, candidates and local educational and employment organisations to raise the profile of local government careers. Future Forward brings together all of this work and our upcoming activities with the aim to build a sustainable future workforce for local government.
2. What specific challenges are councils facing in terms of recruitment, and how does the Future Forward campaign seek to address these issues?
Local councils are facing some real challenges when it comes to recruitment, especially as the demand for vital services keeps growing.
With a large percentage of the workforce set to retire over the next decade, it's vital that councils work to attract the next generation of workers now to prevent further shortages as these employees retire over the coming years.
A big challenge that local government has is the stereotypes surrounding council jobs. Many people still think that working in local government is simply about following rigid procedures and dealing with long processes, but that couldn't be further from the truth. In reality, the modern workforce in local government is dynamic and engaging. Employees have the chance to work closely with their communities and make a real, positive impact.
Competition with the private sector is also a challenge. It's important for us to show that the benefits and career advancement opportunities in local government can often be better than what you might find in the private sector. Many people don't realise that local government can support you throughout your career, offering growth and stability that's really valuable.
3. How does Future Forward aim to reshape the perception of careers in local government among potential candidates?
When it comes to working in local government, there really is something for everyone. A lot of candidates we talk to might not initially consider a career in local government, but once they step into the role, they often realise just how exciting it can be. Many end up either staying in their positions long-term or exploring other opportunities within the council.
Our aim is to dispel any misconceptions about local government and highlight the exciting opportunities for candidates to make a real difference within their communities and see the impact of their work.
We’re working with real employees at various stages of their careers to share their personal stories and the different pathways that have led them to their roles in local government. We hope these insights will encourage new candidates who may not have considered this route or aren’t sure how to get started in the sector.
4. What skills are going to be most important for the future workforce?
When we think about the future workforce, it's clear that some skills are going to be more important than ever.
Lately, there's been a growing awareness of how important soft skills are in the workplace. While technology allows us to sharpen our technical abilities, soft skills often get overlooked. Many people focus on hard skills when applying for jobs, but the soft skills we develop through our life experiences and careers are just as important. These skills help tie everything together and can really support us throughout our careers, especially when we're just starting out or making a career change.
People skills, like effective communication and emotional intelligence, are essential across all roles, even when they might not be immediately obvious. These transferable skills picked up throughout life, resonate across all generations and will be vital for the future local government workforce.
Careers aren't always linear; sometimes change is necessary or desired. Soft skills can be a good way to help bridge the gap between various roles or sectors. Although technical skills can come from training and experience, it’s the soft skills that often make strong candidates stand out during the hiring process.
As well as providing insights on the local government workforce, we’re committed to offering resources that support skills development. We'll continue to work with schools, colleges, universities and employment organisations to deliver talks and sessions aimed at raising awareness of the impact of soft skills and also work with our recruiting clients through our consultative approach to inform them of the value that soft skills can have and help identify opportunities for a broader range of candidates.
5. How does the Future Forward Campaign plan to engage a diverse pool of candidates in local government roles?
The Future Forward campaign aims to attract a wide range of candidates by actively engaging with individuals from diverse backgrounds and sectors. Talent can come from many places, so we’re focused on reaching out to those who might not have thought about a career in local government before.
By highlighting the social impact of working in this field, we aim to show just how rewarding a job in local government can be. Whether you’re out engaging directly with residents or working behind the scenes to keep key services running, every role provides an opportunity to make a difference in the community.
We’re also partnering with employment organisations to expand our outreach. These partnerships help us connect with job seekers who can benefit from our resources and support. By working together, we hope to encourage more people to consider careers in local government, and support our councils with building a strong and stable workforce with diverse skills and perspectives that can meet the needs of tomorrow.
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